HaZ Dulull: "How to Set Up and Run an Indie Studio"

HaZ Dulull "How to Set Up and Run an Indie Studio"

At last week's EscapeVerse Live event, HaZ Dulull - founder and director at "Beyond The Pixels" - explained "How to Set Up and Run an Indie Studio with Your First Game".  

HaZ's journey into the games industry has been one of an independent entrepreneur, setting up his own company, his first game "AstroBurn" and figuring out the nuts and bolts of running a business. 

The Business of Games

Beyond The Pixels

HaZ explained the practical aspects of setting up your own company, keeping on top of expenses, maintaining proper sets of accounts, and working with experienced accounting professionals who know your industry well - and how to navigate the pitfalls of building a business. 

Companies are easy and cheap to set up, but they come with filing obligations.  You will need to have your paperwork in order. 

Creating Your Own Game

HaZ Dullull

A great game isn't a copy of something cool that someone else has made, it should be your own passion project that you genuinely believe in. You also need to know what the market is for the game - who will play it, what is the audience for this game?  Why should your game exist in the marketplace? Haz's game AstroBurn was inspired by his cat - bringing cuteness to the "shoot 'em up" game genre.

Wear Lots of Hats

Games is a business. As a small business owner you are the founder, the director, the head of marketing - everything needed to set up the business from scratch. Be prepared to work long hours to get the job done. 

Pick Your Game Engine

What game engine do you need? Pick one that suits your pipeline. It can be a simple pipeline - avoid complexity. 

Find Your Brain Trust

AstroBurn

Since HaZ had never run a business before, he needed a "Brain Trust" of people he could ask for advice. These folks can be friends and advisors, or they can be formally on your board of directors. 

If you don't have money to pay for advice, then incentivise key people in other ways, such as offering a commission for raising money (a finders' fee) or possible share options.  

Whatever you do, you will need help and advice from experienced people who can help you navigate the pitfalls. 

Go Global

Fiverr - find global talent

Talent is global today. If you find an amazing artist in Brazil who is cheaper than a local hire, then go for it. It's your business; the choice is yours to make.  Websites like Fiverr can help you generate great artwork for low fees. 

Build a Community

Your game is nothing without a community. HaZ spends an hour every evening engaging with the community around the Beyond The Pixels brand.  

Steam - Build Your Community

You need to be on social media, Instagram, TikTok, Linkedin, Discord - be everywhere.  Linkedin is a powerful tool - post your stuff there; build your audience. 

Connections will open up to you.  Steam is a great place to get feedback from the games community. 

Build Your Team

Be on LinkedIn 

If you hate spreadsheets, you will need to pay someone to do this for you.  You can't do everything, but you will have to do a lot yourself.  You are the leader of your team. 

Don't just reply on email, talk to your team face to face - in person if possible, or via Zoom. But know your people, and keep in touch with them. 

License Your Assets 

You can license your assets for commercial use - people will pay you to use your assets. 

Back Up Your Data

Github can help you here. You need to backup your data online. 

Test Your Game

AstroBurn

Use playtesting platforms to test your game. Does it work? Can it be improved? This can also be free marketing. Respond to feedback, but know that everyone has an opinion. If a lot of folks are saying the same thing, then you may need to address the problem. In the end - it's up to you. Is it a bug - or is it a feature? 

Attend Industry Events

Events are a chance to meet other founders, and find out what's going on in the industry. Many events are free. You may get asked to be on panels - join them. Opportunities will come your way. 

Cut a Trailer

You can watch the trailer for AstroBurn below. 

It's a People Business

Nothing matters without a great team. It takes great people to make great games. 

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